Abstract: 【Purpose/significance】To explore the cognitive differences of privacy concerns of social media users and identify their po⁃ tential categories, help social media platforms deeply understand the cognitive level and potential category characteristics of users´ pri⁃ vacy concerns, and provide guidance for users to provide personalized services and targeted privacy protection strategies【. Methods/pro⁃ cess】Combined with IUIPC scale, social cognitive theory and planned behavior theory, a conceptual model of privacy concerns of so⁃ cial media users was constructed. Data were collected through questionnaires and latent profile analysis was used to analyze the differ⁃ ences and potential categories of privacy concerns of social media users from a cognitive perspective.【Result/conclusion】There are group differences in the cognitive level of privacy concerns of social media users, which can be divided into "low cognition privacy con⁃ cerns", "medium cognition - privacy conservatism", "medium cognition - privacy apathy" and "high cognition - privacy pragmatists" according to latent profile analysis. In the analysis, we found that there are two potential categories of users at medium cognitive level: privacy conservative and privacy indifferent. Gender and education have an impact on the potential classification of users´ privacy con⁃ cerns【. Innovation/limitation】This paper constructs a conceptual model of social media users´ privacy concerns from a cognitive per⁃ spective and uses latent profile analysis to classify them into potential categories to explore the characteristics of group behavior. Fur⁃ ther research will introduce more factors for in-depth analysis of potential categories of users of a certain social media platform.